I put £10 on England to win the Ashes.

That’s a tenner I’ll never get back!

Let’s see whether my 2026 marketing predictions are any better…

1. Some firms will miss the AI opportunity

In the early 2000s (when half of you reading this were still in school!), forward-thinking businesses used a window of opportunity to rank well on Google.

In 2026, you have the same opportunity, but with AI.

The firms that take advantage of it will be those who recognise how consumer behaviour is changing and then adapt their marketing strategy. However, the window is closing. Wait until 2027 to take action, and it might be too late.

2. VouchedFor reviews will become even more important

We’ve always recommended collecting reviews on both Google and VouchedFor.

However, there’s another reason why every adviser/planner in your business should collect reviews on a “Verified” VouchedFor profile. You guessed it: AI.

To demonstrate why, copy and paste this prompt into ChatGPT or your AI tool of choice:

“I’m 57, and my husband is 58. We have around £450,000 in pensions and investments and want to retire in the next few years. Can you recommend three independent financial advisers in <insert your town or city> who we can meet face to face to discuss our retirement options?”

Now look at the sources used by the AI when producing its answer. You’ll probably find VouchedFor is one of them, and that’s why it’ll become even more important in 2026.

3. The IHT pension changes will be a major opportunity

Our research shows that IHT was already a significant concern for most retirees. The changes to pension death benefits will only increase that number.

In 2026, the advice/planning firms that recognise the opportunity, then develop and implement a strategy to take advantage of it, will reap the rewards this year and beyond.

4. Firms will increasingly target specific niches

It’s easier to catch fish in a barrel than in the ocean. So, if we compare two businesses of equal size and with the same marketing resources, the one that focuses on a niche will grow faster.

In 2026, we’ll see more advisers/planners understand this concept, especially start-ups.

5. More firms will use their teams to win on social media

In 2025, we started to see some businesses harness the power of their teams on social media. For example, creating engagement pods to boost their social media posts and empowering team members to post more regularly.

We’ve only scratched the surface, and in 2026, I believe we’ll see more companies start to harness the power of their people on social media.

6. Google will continue its march towards AI-driven results

Over recent months, Google has widened the range of searches for which it gives an AI Overview at the top of the results page. Right now, however, it doesn’t appear for most searches a consumer might use when they’re looking for a financial adviser or planner.

Furthermore, the traditional search results page is still the default option, not the AI Mode.

Change is coming, though.

Possibly in 2026.

When Google starts to give the AI Overview for searches such as “financial adviser in Nottingham”, or it makes AI Mode the default, it’ll fundamentally change the journey some consumers take to your door.

If you’ve ignored or dismissed my first prediction, you’ll be in trouble.

7. Dwell time will become more important on LinkedIn

Over the past couple of months, every other post on LinkedIn (or so it seems) has been about the algorithm update. If you read them all, you’ll tie yourself in knots, unsure what to do for the best.

However, it’s pretty clear that dwell time – the length of time someone spends reading or watching your post – will become increasingly important. The longer someone spends on your post, the more likely it is that LinkedIn will share it with other members.

So make your posts interesting, relevant, and punchy, cutting the waffle and getting to the point.

8. AI-written content will make storytelling and promotion even more important

The online world, particularly social media platforms, is flooded by mediocre content written by AI.

It’s going to get even worse in 2026, which makes two things more important than ever.

Firstly, storytelling, based on your lived experiences of being an adviser, planner, or business owner. AI will never have your unique experiences.

Secondly, content promotion. The focus will continue to be on content production, yet it’s those people who know how to promote their content who will cut through the noise and reach their audience.

9. Authenticity will become more important

AI makes client testimonial videos and online reviews much easier to fake. In 2026, we predict more firms will use AI as a shortcut to producing genuine social proof.

That’s a huge problem for:

• Consumers, looking for trustworthy advice
• Review sites, which will need to remain vigilant against fake reviews
• Advisers/planners, doing things the right way and producing authentic social proof.

10. Old school tactics will see a resurgence

As the herd focuses on the online world and AI, canny marketers will go back to old-school tactics. Examples might include:

• Leaflet drops to selected streets or areas
• Using physical offices to encourage “walk-ins”
• Advertising in printed magazines focusing on a niche or local area.

11. We’ll see the rise of Search Everywhere Optimisation

Until relatively recently, if a consumer checked out a financial adviser/planner they’d been referred to, or wanted to look for one online, they’d almost certainly head to Google.

Not anymore.

Sure, they might still use Google.

Even if they do, they might get AI-driven results.

Alternatively, they might shun Google, and head to their preferred AI platform. And that’s where the number of options makes things complicated because they could use ChatGPT, Claude, Gemini, Copilot, Grok and so on.

That means, in 2026, advisers, planners and businesses in general need to double down on source information and expertise indicators to cover both bases: Google and AI.

12. Recruitment will still be tough, but firms will recognise how marketing can help

Every growing advice/planning firm I speak with tells me that recruitment is their biggest challenge, with demand for people with relevant experience outstripping supply.

That imbalance will continue in 2026. However, marketing can help.

Firms that write job adverts, rather than relying on job descriptions, will attract higher-quality candidates.

Firms that build Glassdoor reviews will help candidates understand their values and culture.

Firms that raise their profile in the profession, for example, by entering and winning awards, will attract speculative applications.

Striking the right balance

We often talk about the futility of “magpie marketing” (getting distracted by shiny new things), and we need to be careful not to cross that line with these predictions.

However, I’m much more confident in them than when I gingerly placed £10 on Ben Stokes’ men bringing the Ashes back from down under.

At the end of the year, we’ll look back and see how many of the 12 were correct. In the meantime, if you want help with your marketing in 2026, we’d love to hear from you.

Email abi@theyardstickagency.co.uk or call 0115 8965 300, and let’s set up a call.